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By Amy Houston, Senior Reporter

March 9, 2023 | 3 min read

It’s the brand’s biggest responsible drinking campaign to date, created by long-time agency partner AMV BBDO.

Stout brand Guinness has unveiled its latest no-alcohol ad, featuring the instantly recognizable voice of 80s power ballad queen Bonnie Tyler.

‘Holding out for a zero’ shows a tableful of warbling pints singing in tandem in the middle of a typical Irish pub in what is the brand’s biggest responsible drinking campaign to date. The spot was created by long-time agency partner AMV BBDO to mark the start of the festivities for Ireland’s most famous weekend.

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To amplify the celebrations, 50,000 free pints of Guinness 0.0 will be available across Ireland over the course of St Paddy’s weekend – the brand’s biggest sampling of the range to date. To coincide with all these festivities, four local pubs will also rebrand their facade with Guinness 0.0 signage.


Speaking about the campaign, Alan McAleenan, brand director of Guinness Ireland, said: “St Patrick’s Day is one of the key highlights in the social calendar. We are delighted to be championing our non-alcohol beer, Guinness 0.0, in our largest-ever responsible drinking campaign in Ireland and encourage everyone to engage in an enjoyable and responsible way to make it a St Patrick’s Day to remember.”

Snapchat users will also be able to use a fun filter to create their own singing pints.

Nick Andrew, managing partner at AMV BBDO, added: “This has been a dream brief to work on – finding a creative way to promote responsible drinking on a national holiday so relevant for a proudly Irish brand and to find an approach to the moderation message in a way only Guinness could.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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